Note: Read >>Lessons/ Lesson 2: Self-Asessment before proceeding

Research Overview

The first thing to do as you set out to build your portfolio is research. Lots of research. You need to know what is out there so that you can best strategize how to get your foot in the door. This type of research is time-consuming, but it is also part of being an informed and capable designer.

Researching trends and talent is something you must continue to do as you progress in your career. The field of design is constantly evolving and being up on the latest is a required component of a successful career. This includes work being produced, the evolution of software and technology, and the demands within the marketplace. Nothing stays static — including your portfolio and the work you show.

Having a relevant contact list and network that you are plugged into is an essential part of finding work. Just as your work will continue to evolve so will that of your peers. Designers become Art Directors and Art Directors leave positions for other opportunities. Building a contact list and keeping it up to date, making connections, and fostering these connections, is never-ending and part of being a creative.

So as you begin to research opportunities, think long-term. Set up a content management system for yourself that is easy to maintain and update over the years. Being pragmatic and organized will open up opportunities and serve you well in the future.

What Defines Your Discipline?

What defines your discipline? What are you good at? What do you offer? Do you specialize in a particular area? Are you a generalist, knowledgeable in many areas?

Having a clear understanding of the most common industry sectors is important to make an informed decision about your career path. As you enter the field what positions are open to you? And how do you ensure that you grow and get promoted?

Entry-level positions pay less than senior positions. What are the job descriptions and what titles do they offer? What does the portfolio of a current entry-level designer look like? What does the portfolio of someone more senior look like? How does this work compare to yours? Try to be objective. Ask your professor, ask a friend.

How do others present themselves that can help to inform you? These are some of the questions to ask as you set out researching others. And as you begin to develop your body of work and build your portfolio your research should inform every design decision along the way, i.e. how to structure your content, how to label your work, how many pieces to show, how to talk about your work and related interests, etc. Everything that goes into your portfolio should be intentional, strategic, and supportive of your end goal.

What Types of Jobs Are Out There?

What types of jobs are out there? And what are the related roles and titles of these jobs?

A good starting point for figuring out job opportunities is to investigate the companies behind the work you admire. For instance, many professional organizations have yearly competitions (see Resources/Competitions). These can be great places to view inspiring work and also to figure out who is behind its creation.

Most award competitions will feature the award-winning work as well as the related team of people who produced it. You can start to pinpoint companies (agencies, creatives, firms, etc.) that you might like to work for. And once you do, go visit their website. Often companies will list if they have job openings on their site. This can also be a place to research art directors and designers you might want to follow and can connect with on Social Media.

Looking at trade publications (online, or at a bookstore, or library) such as Print Magazine, Communication Arts, and Graphis, are also great places to see current work and learn more about who is producing this work.

Who Is Your Competition?

Who is your competition? How do they present themselves? What can you learn from them? What would you do differently? What distinguishes you from your competition?

New York City is a design hub. Competition can be fierce but opportunities abound. Your competition can be a great source of inspiration and also a guide on what to do and what not to do. Similar to researching job opportunities, a good starting point is to browse through yearly competitions (see Resources/Competitions).

Most competitions offer student categories and cost less. This is a good place to see what others starting in the field are producing, and also a place to consider submitting your work to. Competitions are high-profile venues and excellent promotional opportunities for creatives. Your work will be viewed by other art directors in their respective fields.

Most students graduate in the spring. If you research other design programs (for instance in NYC: Parsons, Pratt, SVA) you can find out when their end-of-year exhibitions and gallery shows are. Again a nice opportunity to learn from others.

Building Your Networking

Go to in-person events. Talk to and meet new people in the industry.
Where? For recommended organizations check out the >>Resources/Reading Materials Many organizations have weekly or monthly events.

Social Media is a good place to start your research and build your network. Choose platforms that feel most appropriate to your social comfort level. You do not have to be everywhere. If you have accounts for personal use, consider setting up separate professional accounts, or consolidating your old ones and streamlining with a professional profile consistent with your portfolio identity system.

For this class you are encouraged to join >>Linked In. Add friends, classmates, professors, and people in the industry you meet.

Keep it Professional

As you begin to develop your brand (see Lessons/Identity Systems) keep in mind your visual presence should consistently stretch across all areas where your target audience (peers, potential clients, employers, etc) can find you. This of course includes Social Media.

Next lesson >>Lessons/ Lesson 4 Identity System

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